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THE INFLUENTIAL MIND (Priors: Does evidence change beliefs? (Google Is…

- - - - People are not in fact driven by facts, figures, or data
  - - - When presented with new data, people quickly accept evidence that confirms their preconceived notions and asses counterevidence with a critical eye
      - Presenting people with information that contradicts their opinion can cause them to come up with new counterarguments that further strengthen their original view
  - - - Use "Anonymous Browsing"
      - Follow people you disagree with
  - - - We seek out and creatively interpret data in a way that strengthens our prior opinions
      - People with stronger analytical abilities are more likely to twist data at will than people with low reasoning ability
      - People may use their intelligence not to draw more accurate conclusions but to find fault in data they are unhappy with
  - - - Old beliefs
      - Our confidence in our old beliefs
      - New evidence
      - Our confidence in new evidence
  - - - People put more weight on information that supports their previous investments and less weight on information that undermines them
    - - Brain "shuts off" when new data undermines past choices
      - Brain enhances activity when new data confirms past choices
  - - - When an established belief is difficult to weed out, seeding a new one may be the answer
    - - To enable change focus on what is common
      - Our instinct: try to alter people's beliefs by introducing data to prove we are right and they are wrong
    - - Overcome: Find arguments that do not contradict people's past beliefs and that is compatible with a common goal
        
        "The top two countries in which to raise a family are France and the United Sates"
      - Influence behavior by building on common ground instead of trying to prove others wrong
      - Instinct: Alter people's beliefs and actions by introducing data that prove we are right and they are wrong
    - - NO: Show abundant scientific evidence that MMR vaccine does not cause autism
        
        They will shuf off their brain or fiercely find counterarguments
      - YES: Highlight that MMR vaccine prevents deadly illnesses
- - - - To justify 4% of US taxpayers' money
      - To gain collaboration of scientists, engineers, technicians
  - - - The audience's brain patterns look similar
      - People will feel the same emotions (empathy)
    - - Each mind will drift away to its own wonderland
  - - - One person's brain activity looked a lot like another's
      - Emotion "hijackes" people's brains and uniforms them
    - - By allocating everyone's attention in the same direction
      - By generating a similar psychological state
      - People act and view the world in a similar way
  - - - The way we feel quickly, automatically, and unconsciously affects the way those around us feel, and viceversa
      - People pick up others' state by perceiving facial expression, tone of voice, posture, and language
      - Our brains are designed to transmit emotions quickly to one another, because emotions often convey important information about our environment
      - Mendes' mother-child study
        
        To delivery a speech about their strengths and weaknesses
        
        R: in front of an angry jury
        
        S: in front of no one
        
        Stressed R -> R's child's heart rate went up by six bpm
        
        Relaxed S -> S's child's heart rate went down by four bpm
        
        Although unaware of their mother's emotions, children felt those same emotions in their own bodies immediately after reunion
    - - 1.Unconscious Mimicry
        
        We constantly and automatically mimic each other
      - Reaction to emotional stimuli
        
        e.g. We become fearful when we see a fearful face
  - - - Facebook experiment
        
        Those who saw more negative posts created more negative posts on their wall
    - - Others absorb your feelings instantly, constantly, and unconsciously, and this influences their actions
      - Overcome: We induce emotions, i.e. actions, in others simply by expressing them
      - When a parent is stressed, a child learns to be less trusting of others and becomes less social
        
        Parents should try to regulate their emotions before interacting with their children
      - Instinct: Emotions are not private
      - Emotions are contagious - use them thoughtfully
  - - - This occurs during moments in which people or animals appeared in the movie
      - When faces and eyes are clearly visible - especially when they convey an emotional expression
      - Marketers often include faces in ads and websites
    - - Leverage on common experiences
    - - We tend to focus on our differeces
      - We forget that our brains are organized in a similar way and will react similarly given the same stimulation
  - - - In this way it will be more likely that the person in front of us will take on your point of view
- - - - Go run and have a piece of chocolate for 6 months
        Even after its removal you will go to run
  - - - Edward: Slower to press the space key to avoid losing $1 than he was to press it to gain $1
      - "Go": association of forward action with a reward; chain of biological events makes us more likely to ac fast
    - - "No Go": association of withdraw with a harm; chain of biological events makes that inhibit a response and make us stop
      - Edward was slightly better at remaining still to avoid a loss than he was at it to gain a reward
  - - - It is generated by the amygdala, which processes emotions
      - Fear and anxiety will cause us to withdraw, to freeze, to give up rather than to take action
    - - Induce action using positive strategies instead of warnings and threats
      - Instinct: Try to alter people's actions by warning of future dangers
      - Fear can demotivate people and freeze them up
      - Overcome: Use positive strategies to change behaviors (the anticipation of rewards to triggers "go" reaction) #
  - - - It is not easy to avoid acting in order to receive a reward
      - The brain treats an immediate marshmallow as worth more than a future one
      - Those who'd waited for the second marshmallow were doing better in almost all domains as teenagers
    - - The nucleus accumbens produces a larger signal when we consider reward that are attainable at the moment relative to ones that will be attainable in sometime in the future
    - - The children's expectations of the future
  - - - It is difficult to make people work for something that may or may not happen
      - It is too easy to ignore future sticks and convince ourselves that we'll be fine even if we continue with our unfavorable habits #
    - - Examples
        
        to students
        No: Work harder or you'll fail to get a decent job!
        Yes: If you work harder you'll produce great papers and attain a fantastic job
        
        to daughter
        No: Put your coat on or you'll catch a cold!
        Yes: If you put your coat on you'll remain healthy to attend her friend's birthday party
  - - - In this way you won't limit people's sense of control
- - - - When on a plane you transfer your destiny - you cannot control the plane's path or speed, or leave at will
      - People get stressed and anxious when their ability to control their environment is removed
    - - Examples
        
        Dislike to be a guest in another's home
        
        Physical restraint like being stuck in traffic
        
        Even infants prefer to exercise their limited ability to control the surroundings (bottles)
        
        Preference to sit on the driver's seat
      - The attempt to regain control can also contribute to psychological problems: eating disorders (body), addiction (mood), suicide (life)
  - - - When altering someone's beliefs or actions you are exerting control over that individual
    - - When people perceive their own agency as being removed, they resist
      - When people perceive their agency as being expanded, they embrace the experience and find it rewarding
    - - We don't like paying taxes because we have no choice in the matter
      - Giving people information about how their money is spent is not enough
      - Giving people a sense of agency makes the difference
    - - Expand people's sense of influence over their world to increase their motivation and compliance
      - This will increase their sens of control
      - And control motivates people
  - - - We seek and enjoy choosing
      - We experience better outcomes following our choices
    - - Both its intrinsic utility
        
        e.g. I gain $1,000 by selling a piece of forniture: I become richer
      - And the information for future gains
        
        e.g. I gain $1,000 by selling a piece of forniture: I now know how to earn money
    - - They become overwhelmed
      - They don't choose anything
      - One solution is to create a tree of choice
  - - - Financial choices
        
        Give investor a sense that their investment will remain close - either physically or mentally
        
        The closer the money, the safer the people feel
        
        People prefer to reduce their anxiety and enhance their feeling of mastery, rather than loosing control over their money
        
        It is a matter of emotions
        
        People want to feel they are influencing their finances
    - - Emotional profit comes into play
      - The benefit of having an expert select for us is not enough
      - We may (not) have enough time
      - We do (not) want to take responsibility
    - - to daughter
        Do you want me to choose your outfit or do you want to choose it yourself?
  - - - Who had experienced a sever reduction in control
      - No real difference in the residents' reality
      - Their PERCEPTION of their own agency was different
      - Just giving people a little responsibility, and reminding them they have a choice, enhances their well-being
    - - It is a cost-efficient way to improve people's personal and professional lives
    - - Increase people's sense of control
      - Instinct: Give people orders
      - Overcome: Expand people's SENSE of agency
      - In this way you'll make them happier, healthier, more productive, and more compliant
  - - - People value things they create themselves more than the exact same items created by someone else
      - The value of control shines on the objects we created, making then seem better
      - The memory of creation is enough, even if it's not true - the only thing that matters is to believe it
  - - - It's the best way to get people to act
      - Helps them become happier, healthier, more productive and more compliant #
- - - - The information will induce positive feelings
      - The information will fill the information gap
      - It is clear how the information can be used for the better
  - - - To reduce the unpleasant feeling of uncertainty
      - Even if people cannot use the information to their advantage, they still have a desire to fill gaps in their knowledge
    - - Remind people of their knowledge gaps if you possess information that can fill them
  - - - Both when we expect a reward
      - And when we receive an unexpected reward
    - - The "currency" for tangible goodies looks a lot like the "currency" for pure knowledge
    - - We are driven to seek information by the same neural principles that drive us to seek water, nourishment and sex
  - - - What you know affects not only what you decide to DO but also how you FEEL
      - Information has a profound effect on how happy we are
    - - Albert is in prison but knows that tomorrow he will be released => he can't wait
      - Oscar is having dinner with family, but knows that tomorrow he will be imprisoned => he feels miserable
    - - People are motivated to BELIEVE that they will gain reward and avoid pain
      - People are motivated not only to gain rewards and to avoid pain
    - - People selectively try to fill their minds with knowledge that will form pleasing beliefes and avoid information that can cause unpleasant thoughs
      - We would prefer to know what the best-case scenario is, rather than the worst
      - The more likely people are to win (lose), the more (less) they want to know
    - - Neurons that value knowledge per se
      - Neurons that value knowledge that is likey to make us feel good, which actives in such cases when we expect something good #
        
        When bad news is coming we may AVOID the message - even if this ignorance can hurt us
  - - - People will be more likely to listen and to be influenced
    - - So they can fill their mind with positive thoughts
    - - People will want it more
    - - Give them hope focusing on opportunities for recovery
    - - Unless they either can use that knowledge or will enjoy it
  - - - The benefit of knowing would reduce the uncomfortable feeling of uncertainty
      - The cost of knowledge would eliminate the option to believe what is preferred to believe
  - - - Evaluate the tangible benefits of finding out the truth
        
        Will knowledge change my actions that will better my future?
      - How does the uncertainty affects my emotions?
        
        Will I suffer from not knowing?
      - What is the emotional value of the information itself?
        
        Will I feel better?
    - - At that point, the cost of making wrong decisions outweighs the benefit of not knowing how bad things really are
  - - - It is important to highlight the usefulness of any message
      - When people believe they can use the information you are offering to their benefit, they desire it more
  - - - We only seek positive opinions
      - We avoid negative opinons
    - - Whether we can use the knowledge to our advantage
      - How we expect to feel in response
- - - - Stethoscope (Doctor)
        Stuffed dog (Vet)
        Plant (Activist)
        Pastry (Chef)
        Brain model (Neuroscientist)
        iPhone
      - From the day she was born, she had observed her parents constantly interacting with it with great interest
      - She figured out that metal rectangle must be extremely valuable
    - - We learn almost everything from observing other people's behavior
      - We learn from others around us
    - - All of us say we are less likely to be influenced by others than the next person
      - The notion that we are product of others' preferences is uncomfortable
    - - Both thanks to our conscious drive for individuality
      - And thanks to our unconscious aptitude for social learning
  - - - While we like to see ourselves as different, we are also quick to adopt the views and preferences of those around us
    - - A tool to positively affecting people simply by modeling a desired behavior
  - - - Just do what you want people to do and they will imitate you(*)
      - Even 1 individual can make the difference(*)
  - - - Those children who observed violent behaviors were much more likely to later display the same
    - - If children constantly observe adults on their phones eating salty chips, it will be extremely difficult to convince them to instead read a book while eating a pear
    - - What is good for others is likely valuable
      - Later, when it is time to make a choice, we retrieve these value signals unconsciously and use them to make a decision
    - - Simply observing a person making a choice results in those options seeming more valuable and more likely to be chose by others
      - Even if the person making the choice is merely the product of another's imagination
  - - - The items I cherish are not necessarily of much use to you
    - - USA: 10% of kidney donations go unused
        
        First patient cannot (medical condition or religious beliefs)
        Second patient is not told the reason and passes up
      - Often people pass opportunities that may benefit them due to past choices of other people
    - - Be mindful of (over) social learning
      - Instinct: We imitate others' choices assuming they have information we do not
      - Overcome: Be mindful that others' choices may not be right for us
    - - When you write a review you have had already being influenced by others' reviews
      - Students' decision with long-lasting efffects based on other students' professors' reviews
  - - - Participants have been told to be part of a test
      - After taking the test a second time, participants neglect the possibility of still being influenced by others' wrong answers
      - 70% of the time people go along with the wrong answers given by others
    - - More friends
      - Multifaceted social networks
      - Being better at accurate social judgments
  - - - The first penguin's destinity alters the fate of all the others
      - Learn and Live Strategy
    - - And figuratively - we are more likely to start an endeavor if we see someone else did the same AND ended up on the right side of the fence
      - Both literally - people will wait until someone eles jumps off
    - - The Striatum enhances activity when outcomes are better than expected and vice versa
      - Dopaminergic neurons enhance activity if your friend is told off
        Dopaminergic neurons reduces activity if your friend is praised
    - - Neurons in the Dorsolateral Prefrontal Cortex fire
      - We inquire whether their decision was a good one
  - - - We imitate others from the day we are born
      - We automatically reevaluate items based on others' choices
      - Our memories change to aligh with others'
      - Our neurons code mishaps and triumphs of others around us
      - We habitually learn from others
    - - It helps us relate to one another
      - It is not always right (e.g. economic bubbles)
- - - - The "wise" crowd within a single mind
      - The average of two opinions elicited from the same person was only a third as good as the average of two opinions elicited from two independent people
  - - - Fat ox next to a skinny one seems even larger
    - - CEO's DIWS vs Annual Profit (fake)
      - After enough people convey the relationship to others, a positive relationship is assumed
    - - Our brains' tendency to produce unconscious biases
      - Human inclination for social learning
      - False memories shared by siblings
        Optimistic expectations between enthusiasts business partners
        "Our cultural group is intrinsically superior"
  - - - When making a decision, we often weight everyone's opinion equally, regardless of differences in their reliability and expertise
      - It just feels right but this tendency comes at a cost: making wrong decisions
    - - Weigh people's opinions according to their expertise on the topic
      - Instinct: Go with the majority vote
      - Overcome: Consider information that can help determine who the expert is
  - - - What is the Pennsylvania's capital? (Harrisburg)
      - If it takes 5 machines 5 minutes to make 5 widgets, how long does it take 100 machines to make 100 widgets? (5 minutes)
      - A patch of lily pads in a lake doubles in size every day and the lake is covered in 48 days, how long would it take for the patch to cover half of the lake? (47 days)
  - - - If not, do not go with majority vote
    - - Find the expert and give his/her opinion more weigh
    - - Try asking yourself the same questions 3 weeks apart and take the average
- - - - A preprogrammed physiological reaction is triggered: STRESS
    - - Within seconds stress alters the way people think, make decisions, and behave
      - Stress changes the way we are influenced by others
        
        Especially when confronted with bad news
        
        Stress does not affect the ability of good news to change our beliefs
    - - Under threat, people are much more inclined to take in negative information than when they are relaxed
      - The more stressed, the greater their tendency to alter their views in response of unexpected bad news
    - - We can become overly conservative (not to act)
  - - - They become scared and tend to be conservative
    - - Do not fear humiliation, threats, or competition
    - - There needs to be a match between the opinions you are offering and the state of the individual in front of you
      - People will ignore your guidance one day just because their favorite football team lost last night; or because the sun is shining on a winter day
  - - - When they envision the possibility of it paying off
      - It depends on the likelihood of success and their risk aversion
  - - - He decided to take a series of unconventional risks
      - When people are intimidated, they adopt a conservative approach
      - When people are intimidated, they tend to avoid risky moves
    - - Watch out for influence of others on your emotional state
      - Instinct: When intimidated we "play it safe", even when taking a risk is the best approach
      - Overcome: Being mindful of others' influence and reframe the situation
      - Turn the threat into an opportunity
  - - - Both negative emotional state = stress
        And positive emotional state = elation